A new program designed to make it easier to identify local products on store shelves was officially kicked off in North Kildonan last week.

The Buy Manitoba multi-year campaign was launched April 26 at the Canada Safeway location on Henderson Highway near the Chief Peguis Trail. The initiative is being spearheaded by the Manitoba Food Processors Association.

The goal of the program is to increase consumer awareness of food products that are produced and processed in Manitoba, while making it easier to identify them on store shelves and restaurant menus.

A number of food industry businesses are involved in the campaign including Canada Safeway, Canad Inns, Keystone Agricultural Producers, Manitoba Restaurant and Foodservices Association, Canadian Culinary Federation Winnipeg Chapter, Granny’s Poultry, the Consumers Association of Canada Manitoba Branch, and Manitoba Agriculture, Food and Rural Initiatives.

Having local products more easily identifiable on store shelves is something East Kildonan resident Muriel Kenyon is looking forward to.

Kenyon said a few years ago her church organized a dinner during which it used products that were grown within a 100- mile radius of Winnipeg.

Now that items will be identified more easily, Kenyon said finding local products won’t require as much work.

"Absolutely it’s a great idea. Pointing them out will make it easier," she said.

"I think it’s a wonderful initiative, and it’s great Safeway is offering it. Now maybe others will follow."

Dave Shambrock, executive director of the MFPA which is located in Fort Garry, said the new program is a positive step for the local food industry.

"We’re proud to be launching this with Canada Safeway, to bring Manitoba foods from store shelves to consumer’s tables," Shambrock said.

"It will help people discover delicious local food and spur economic growth."

Premier Greg Selinger, who was present during last week’s announcement, said the program will help Manitoba’s economy continue to grow.

"This is a great program. When we buy local we create jobs in rural Manitoba," the premier said.

"The public has been ahead of us for a while. They’ve been asking retailers for this."

In order for the food to be considered Manitoban, at least 85% of the main ingredients have to come from the province.

To qualify as a food that’s been processed in Manitoba, all processing and packaging must be done within the province.

For more information on the campaign visit www.buymanitobafoods.ca.

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adrian.alleyne@canstarnews.com